Bajaj Auto, a stalwart in the Indian two-wheeler industry, recently announced a significant rebranding for its flagship electric scooter, the Chetak EV. The premium trim of the Chetak, initially launched as the ‘Premium’ variant, will now be known as the ‘Blue Line’. This renaming effort is part of Bajaj’s strategy to align the new-age electric scooter with its legendary legacy while enhancing its market appeal.
The Chetak nameplate is steeped in history, evoking a sense of nostalgia and trust among Indian consumers. Originally introduced as a geared scooter in the 1970s, the Chetak became synonymous with durability and reliability, cementing its place in the hearts of millions. In 2019, Bajaj made a bold move by reviving the Chetak nameplate with a modern twist,
an electric vehicle (EV) designed to meet the demands of contemporary urban mobility while retaining the classic charm that made the original Chetak a household name.
Upon its re-launch in 2020, the Chetak EV was presented in three variants: Urbane, Premium, and Blue Line, with the Blue Line being the top-end variant. However, soon after, Bajaj streamlined the nomenclature, branding the highest trim as simply the Premium variant. Now, in a bid to reinforce its legacy and enhance differentiation, Bajaj has decided to revert the top of the line variant’s name to Blue Line.
The suffix Blue Line portrays, all the three variants based on which battery-pack the model is based on. As for 2901, following the first two digits denote the battery capacity, while the last two digits represents the trim level. So, the Chetak Blue Line 2901 has a 2.9 kWh battery pack and the trim level is 01. With the Chetak Premium being rebranded as the Blue Line 3201 (due to its 3.2 kWh battery), it’s probable that the mid-range Chetak Urbane might be named the Blue Line 2902.
With the rebranding of the trims, coming in effect after three months from now, the Chetak lineup prices will revamp, with the Blue Line 2901, priced at Rs 95,998. The mid-end Chetak Urbane being available for Rs 1.23 lakh and the top-end Chetak Premium to costs Rs 1.47 lakh (ex-showroom) including the EMPS subsidy.
The Blue Line 2901 is nearly Rs 20,000 cheaper than the Urbane because Bajaj has removed several features, such as the front storage compartment, which has been replaced by open storage bins. Additionally, the 2901 lacks the remote key fob found in the Chetak Premium, using a regular key and key slot instead. It also has a less powerful motor and a lower top speed of 63 kmph.
The decision to rename the Premium trim to Blue Line is more than a mere branding exercise. It signifies Bajaj’s commitment to its heritage while embracing the future of mobility. The ‘Blue Line’ name not only evokes a sense of exclusivity and prestige but also ties back to the iconic status of the original Chetak, adding a layer of historical significance to the modern electric scooter.
The Chetak EV lineup currently includes the Standard, Urbane and Premium variants, each designed to cater to different segments of the urban commuter market.
